Follow the link below to review each section
1.
Introduction
This section explains the purpose and structure of the site.
You should review this section before you start using the site.
2.
Defining Marketing
This section attempts to define marketing and should get you
thinking about what marketing aims to achieve.
3. Marketing
Planning
This section introduces the idea of marketing as a complex
management process. It takes you through each step of this
process.
4. The Marketing Environment and Objective Setting
This section explores the internal and external factors that
influence decisions made by marketing managers. It provides
more detailed
advice on how a marketer undertakes some of the processes
suggested in section 3 - Marketing Planning.
5. The Marketing
Mix
This section introduces all the main areas of a business
that a marketing manager needs to coordinate. This section
introduces
all of the main options available to marketers and all
of the main
tools that a marketer may use when developing strategies.
6. Marketing Research
This section deals with the methods that a marketing
manager can use to better understand markets and consumers
and
therefore make
better marketing decisions.
7. Marketing Segmentation
This section introduces the ways that marketers can
divide up markets in order to target the most appropriate
groups
of potential
customers.
8. Consumer Behaviour
This section looks in more detail at the way that
consumers behave. This understanding should inform
much of the
detail of marketing
campaigns.
9. Internal Marketing and Customer Care
This section deals with some of the latest ideas
in marketing. It is particularly important for
service industries such
as travel and tourism. The section explores the
importance of
developing
programmes to satisfy the needs of employees
and customers.
10. Branding
Branding is at the heart of modern marketing.
This section introduces the concept of the
brand and
explains why
branding is so important.
In addition we have included the following
sections for easy reference:
11. Exercises
This section provides brief details of and links to the exercises that accompany
each section. Use this section to quickly link to each exercise and to take
the final quiz
12. Bibliography, Links, Acknowledgements
This section includes all the source texts
for this site and details of all the suggested
additional
reading, links to all
the external sites referred to, and links
to all figures and diagrams used within the site. Use this
section to quickly find a reference or extra reading, or to
quickly find an external site.
13. Practitioner
profiles
This provides a short profile of each of
the practitioners that were interviewed
for this
site. It also provides
full transcripts
of these interviews.
|
